Value for money marketing : a guide to measuring marketing performance

A discussion of marketing accountability: controlling marketing budgets and ensuring that marketing activity produces measurable effects.

Unfortunately marketing activity is all too often a series of ill-defined, unstructured and unconnected activities that fail to produce any verifiable results.

There should be little difference between marketing control and cash control.

This volume demonstrates that producing measurable results from your marketing activity is about defining goals and measuring results and not about monetary strangulation.

The author explores the following: marketing spending; the marketing process; non-promotional costs; promotional costs; creating a marketing budget; tail or trim the budget?; controlling and measuring the operation; watching your cash flow; pitfalls; scams; the key part marketing plays in start-ups; where not to skimp; performance evaluation; and performance assessment and bonuses.